From reading a couple of the comments in discussion here, I believe there may be some slight confusion as to what people are interpreting Jolla’s strategy to be.
So for the sake of clarity moving forward here is a simplified breakdown of what Jolla intend to achieve in the coming months based on what we know from interviews and their press releases (of course this could be subject to change):
PHASE 1: Finish developing their own Sailfish Operating System (SOS) for Smartphones and show it off to the world on 21/22 November at the SLUSH event in Helsinki, Finland.
PHASE 2: Develop their own Jolla branded smartphone as a starting point for the Sailfish OS and sell it with both new developers/developer community and regular customers in mind.
PHASE 3: From the success of the SLUSH event and more evidence showing off their own smartphone running Sailfish, Jolla will attract other mobile handset manufacturers to license the Sailfish OS (in Q1 2013) and incorporate the Sailfish OS into their own branded mobile phones (eg. Nokia, Sony etc). This is the ongoing software service side of Jolla’s business.
ONGOING: Provide software support and updates for the Sailfish OS to all smartphones running the Sailfish OS. Run and maintain their own Sailfish app store for further revenue stream and for developers/developer community to benefit. Continue to release Jolla branded flagship models eg. annually.
To put it simply, and for anyone still confused, Jolla’s strategy we believe is very similar to Google. ie. license OS (Android in Googles case) to handset manufacturers and on the side, release their own flagship model annually (Nexus in Googles case).
Thanks for reading and I trust that clears up any confusion. :-)